10 May 2018
Talking about Liva's innovative take on experiential advertising: Shardah Uniyal, Birla Cellulose
Liva, Aditya Birla Group's new age fabric brand recently came up with a unique campaign, where a life-size mannequin of the brand ambassador Kangana Ranaut dropped down across 54 malls across 26 cities. The campaign being a one of a kind experiential advertising initiative, it managed to create a brand identity for Liva among the consumers. We spoke to Ms Shardah Uniyal, Head – Branding & Communication, Birla Cellulose to get special insides about this Innovative Venture which stood out as a highlight in the experiential context.
Talking about the idea of a DropDown Campaign how did it come up?
The concept of the innovative or unconventional dropdown started with the brand’s core idea of fluidity. The thought of fluidity transformed into a 3-dimensional representation of the brand. The cylindrical form of it gives a 360-degree view of the brand’s message and visual. We also played with the idea of suspending a mannequin from the ceiling, but the weight of structure became a hindrance. The cut-out of Kangana, brand ambassador of Liva, fit perfectly with the idea of making the brand come alive. The cut-out was made using a lighter material and followed the same form as the brand’s communication across different mediums for a higher recall.
What experience did Liva aim to provide through this campaign?
The idea created a larger than life image of the brand thus giving viewers a memorable experience. By design, the dropdown was an innovative atrium solution that introduced a new way of looking at such installations.
What was the response that Liva received post this campaign? Were the goals fulfilled?
- The concept of the innovative or unconventional dropdown started with the brand’s core idea of fluidity
- It has become extremely relevant these days since it gives the brand an opportunity to create campaigns that resonate with the consumers
- The purpose of the Innovative Campaign was to break the clutter and stand out amongst various modes of advertisements
The purpose of the Innovative Campaign was to break the clutter and stand out amongst various modes of advertisements. It helped the brand gain visibility and increased awareness about the fluid fabric. The innovation dropdown dangling in mid-air in malls in Delhi, Mumbai, Bangalore, Hyderabad, Kolkata, and Pune, boosted curiosity and created a lot of buzz amongst consumers.
Elaborate on the importance of Experiential Marketing or Advertising for brands these days?
Experiential marketing helps the brand to create an identity beyond just the product. While advertising informs the consumers about what the brand is, experiential marketing answers what the brands stand for. It has become extreely relevant these days since it gives the brand an opportunity to create campaigns that resonate with the consumers. As our world turns more and more digital every day with nonstop social chatter and advertisements on every platform, a unique, face-to-face branded experience stands out among the noise. It enables a brand to form an intangible bond with the consumer by engaging them in unique ways and creating unforgettable experiences.
"As our world turns more and more digital every day with nonstop social chatter and advertisements on every platform, a unique, face-to-face branded experience stands out among the noise."
Shardah Uniyal, Head - Branding & Communication, Birla Cellulose
Is this kind of marketing playing a role of a catalyst between the brand and the consumers? Can you explain with an example?
These campaigns are definitely acting as a catalyst between the brand and the consumer. The 20 feet long 3D dropdowns portraying the brand ambassador, Kangana Ranaut, showcase the fluidity of the fabric and are hard to miss by any person walking into the mall. The same was reflected in a survey done in 2 malls, which established that 60% of the consumers recalled seeing brand Liva on the innovative installment.